Improving the Sales Training Program in the Mexican Notebook Company “Cuadernos Estrella”

Thumbnail Image



Journal Title

Journal ISSN

Volume Title

Repository Usage Stats



The purpose of this research is to devise a new learning strategy to train the sales workforce of the Mexican notebook company “Cuadernos Estrella.” The goal of the Human Resources (HR) department of the company is to standardize the existing in-person sales training program and develop a novel online training for 2022. Therefore, this research presents an extensive literature exploration of capacity development, adult learning theory, performance-based learning models, sales training basics, and virtual and blended learning in order to devise an optimal learning strategy for the company. I conclude by providing a range of best practices and recommendations on sales training, as well as a roadmap with a work plan to develop a blended learning strategy for the sales training in 2022. Building primarily on the ADDIE (Analyze, Design, Develop, Implement and Evaluate) model, the roadmap includes actionable next steps for the HR department to enhance the existing sales program. Since the purpose of this research is merely theoretical, the roadmap focuses on the first two phases of the model: analysis and design. My research aims to inform the HR department on best practices for future training development and contribute to enhancing the overall sales operations of the company.





Bohorquez Fiano, Andrea (2022). Improving the Sales Training Program in the Mexican Notebook Company “Cuadernos Estrella”. Capstone project, Duke University. Retrieved from

Dukes student scholarship is made available to the public using a Creative Commons Attribution / Non-commercial / No derivative (CC-BY-NC-ND) license.